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Picklebet make an impact with new 'Get Your Pickle On' brand campaign [VIDEO]

Bets.com.au Staff

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Last updated: Wed 10 Sep 2025 00:28

Bets.com.au Staff 10 Sep 2025

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Picklebet release new brand campaign 'Get Your Pickle On'
Popular online bookie joins forces with indie agency Kerfuffle
Watch the video in the article below

Online bookmaker Picklebet have launched their first major brand campaign and it's already making a big splash within the industry.

Teaming up with Indie agency Kerfuffle, Picklebet have released a high-energy ad that feels more 'Club Night' than betting ad - which was executed with precise intent.

The thought behind the ad was to stand out from the pack and create unique content not yet used within the online betting space.

Check out 'Get Your Pickle On' in the video below.

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A Brand in Transition

Since its launch in 2017, Picklebet has shifted from a niche esports bookmaker to a platform covering mainstream sport and racing. That trajectory has created a tension: how to expand without losing the distinctive, digitally native character that attracted its first wave of customers. The new campaign attempts to resolve this by carrying over the irreverence of gaming culture into the broader betting market.

Co-founder Damon Oudejans highlighted the intent:

“This isn’t just our first brand campaign — it’s a statement. One that says Picklebet is here to entertain, to shake things up, and to bring a new kind of energy to betting culture. We didn’t want a brand campaign that blended in – we wanted one that kicked the door in. Something loud, a little unhinged, and unmistakably us.”

The emphasis here is less on product features and more on tone. By positioning itself as deliberately disruptive, Picklebet signals that it does not want to compete on traditional betting terms alone.

The Role of Kerfuffle

For Kerfuffle, which launched with a promise to avoid safe creative work, Picklebet provided a chance to prove that positioning. The agency’s co-founder Josh Stephens explained:

“When we started Kerfuffle, we weren’t looking for safe. We were looking to partner with businesses who have a bold ambition to really put themselves out there. Enter Picklebet – a team with zero interest in blending in. Together, we set out to create work that doesn’t just command attention, but gets a reaction — preferably loud, possibly confused, definitely entertained… and this is just the beginning.”

This alignment between client and agency is central: both parties are staking their reputations on the same principle, that noise and reaction are more valuable than clarity or restraint.

Campaign as Brand Expression

Directed by Jesse James McElroy and scored by Partiboi69, the short-form spots feature choreographed sequences, surreal prosthetics, and a deliberately exaggerated visual style. These elements suggest the campaign is not simply advertising but an extension of the brand’s self-image: experimental, culturally attuned, and willing to unsettle.

The interaction between brand and campaign is therefore reciprocal. Picklebet provides the brief — to stand apart — and Kerfuffle delivers execution that embodies the same refusal to conform. The result is less about immediate conversion and more about creating an identity that existing customers recognise and new audiences cannot ignore.